Observed Signal · Jan 21, 2022 · Analysis · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
Optimizing Apps and Services for First- and Zero-Party Data
As privacy regulations and platform changes reduce access to third-party data, brands are shifting to first- and zero-party data collection. This CMSWire feature, published Jan 21, 2022, outlines strategies for collecting and leveraging customer-provided data via quizzes, surveys, and UX design. Ben Parr, president and co-founder of Octane AI, argues that zero-party data strategies can increase revenue by 20–50% and recommends testing survey designs. Matt Marcotte, SVP Industry Advisor of Retail and Consumer Goods at Salesforce, emphasizes transparency, trust, and connected data ecosystems, noting that data must flow across all touchpoints. The article highlights gamification, frictionless experiences, and executive alignment as key success factors, and frames 2022 as the year brands embrace first- and zero-party data ahead of Google's third-party cookie removal.
Relevant to AdTech/MarTech as a strategic guide for first- and zero-party data usage in a privacy-restricted landscape, but not a breaking news event.
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Key Takeaways & Evidence Grounding
- Apple's App Tracking Transparency lets users opt out of data tracking, and Google announced removal of third-party cookies from Chrome.
- Ben Parr, president and co-founder of Octane AI, recommends quizzes and surveys as effective zero-party data collection tools.
- Matt Marcotte, SVP Industry Advisor of Retail and Consumer Goods at Salesforce, stresses the need for transparency and building trust in data collection.
- According to Parr, brands can generate 20% to 50% more revenue when implementing a true zero-party data strategy.
- The article states that 2022 is expected to be the year brands embrace zero- and first-party data marketing due to upcoming cookie deprecation.
Connected Companies & Entities
4 Entities mapped“Salesforce's SVP Industry Advisor of Retail and Consumer Goods, Matt Marcotte, pointed out data collection efforts must help customers under...”
“Apple's decision to let users opt out of data tracking means there's less data for businesses to track and target customers....”
“Google's removal of third-party cookies from Chrome sometime in the next year means there's less data for businesses to use....”
Ontology Mapping & Concepts
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